Marketing Planning in the Hospitality Industry

Position your product and develop a comprehensive marketing plan that reaches and retains your target customers. Manipulate aspects of the marketing mix to ensure profitability.

Description

This is the second course in a two-part series. This course teaches you how to design, develop, implement, and evaluate a comprehensive marketing plan. Through a program-long case study and numerous anecdotal examples, you will learn how to identify a target market and develop a marketing mix (involving product, price, promotion, and place) specific to that market and its particular needs. You'll investigate advertising, direct mail, public relations, and sales promotion strategies designed to reach and retain your target customers and increase your market share.

Segmenting markets and targeting customers is becoming increasingly vital to success in the hospitality industry. This course will help you determine market positioning and create an appropriate marketing plan. Make better decisions about marketing issues from pricing and advertising to menu design and guest-frequency series.

Who Should Take This Course?

Hospitality professionals who seek a better understanding of the elements of tactical marketing and the role it plays in making their operations more competitive.

Course Format

All eCornell courses are delivered online and are self-paced. An eCornell instructor leads the online discussions, grades any course projects, and is available to answer specific questions about the course content.

This course contains the following modules:

• Selecting a Target Market and Target Marketing Strategy
• Tailoring the Product or Service to Customer Needs
• Tailoring the Price to the Income Level of the Target Market
• Tailoring Place to the Target Market
• Tailoring Promotion to the Demographic Characteristics of the Target Market

Benefits to the Learner

After completing this course, participants will be able to:

• Identify a target market for a product or service
• Determine a strategic position within a target market
• Design and implement an overall marketing mix for the target market

Authoring Faculty

Judy A. Siguaw, D.B.A., Dean

Sponsoring School

Cornell University's School of Hotel Administration

Total Learning Time

Approximately twelve to fifteen hours over a period of four weeks.

Certificate Information

This course can be applied toward the following certificates:

• Master Certificate in the Essentials of Hospitality Management
• Master Certificate in Foodservice Management
• Hospitality Marketing